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Journal of Marketing and Market Studies 01/2023

ISSN: 1231-7853
Pages: 42
Publication date: 2023
Place publication: Warszawa
Binding: paperback
Format: A4
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DOI: 10.33226/1231-7853.2023.1.1
JEL: M31, M39, I11

The objective of the article is to indicate that social marketing campaigns have an impact on pro-health behaviors, particularly of women, as they have greater health awareness than men, due to the socialization. It is also interesting to recognize how the youngest (Millennials) generation women and men differ from the representatives of the Baby Boomers generation in this respect. The study uses the results of the exploratory quantitative survey conducted in the third quarter of 2021 among patients of a selected first contact medical facility located in Poland. The questionnaire was available to patients of this medical facility for two months. 217 of them filled the questionnaire (random sample). It turned out that men know a higher number of pro-health social campaigns than women, and more frequently believe that they contribute to disease prevention. However, this is not statistically significant and needs to be confirmed in further studies. The results also showed that male representatives of the Baby Boomers, compared to youngest men (Millennials), more often perceive social campaigns concerning health protection and prevention. This difference is statistically significant and not observed in the group of women. There is no theoretical research underpinning this study in Poland, so this article provides a significant input into the theory of social marketing in the field of pro-health campaigns and their influence on disease prevention. Medical facilities can use the results of this research as an argument for their activities toward social marketing. The observations were made only among patients of one medical facility, thus excluding the possibility of generalizing the findings. Therefore, this empirical research should be treated as an exploration of the subject matter for further surveys.

Keywords: marketing of medical facilities; pro-health campaigns in Poland; social marketing
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DOI: 10.33226/1231-7853.2023.1.2
JEL: M40, M30, M15

This article addresses the issue of visual communication in an SME enterprise. According to the author, small, micro and medium-sized enterprises use visual communication in a haphazard manner, without a systematic and integrated approach, and communication tools are selected haphazardly. In the theoretical part, selected aspects of visual communication are indicated, mainly through the prism of marketing and graphic art. The research part presents the results of studies on the purposefulness of visual communication and the effectiveness of the tools used. The thesis for this article is that visual communication is of low importance in the SME sector and this situation has not changed in comparison with the previous period. This article aims to analyze selected aspects of visual communication in SME companies. The author's thesis is that visual communication in the SME sector is underestimated, its effectiveness is poorly evaluated and this situation has not changed compared to the previous period. Verification of this thesis has been undertaken through extensive primary research carried out by the author. This article presents extracts from the results of comparative research from 2016 and 2022 using questionnaires. The issue will be continued in subsequent articles.

Keywords: marketing communication; marketing; SME; visual communication
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DOI: 10.33226/1231-7853.2023.1.3
JEL: G39

Business model is a concept that has been used in the sciences for about 20 years. In general, a business model can be regarded as a certain (more or less detailed) description or characterization of a business idea. The main objective of this paper is to develop a concept and evaluate the possibility of using the Osterwalder and Pigneur business model to describe how a football club operates, using the example of Legia Warszawa (hereinafter: Warsaw). The key elements of the business model in the reality of Legia Warsaw's operation were described, which resulted in a graphical representation of the Canvas Model.

Keywords: finances; football; business model; football club
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DOI: 10.33226/1231-7853.2023.1.4
JEL: M31, M37

Social media is currently one of the communication tools for direct relationship with customers around the clock. One of the methods of communication with the client is the creation of the company's fanpage on Facebook and periodically including various brand content in it in the form of the so-called. posts. The aim of the article was to examine consumer engagement on the brand's fanpage on Facebook. The relationship with the consumer then develops in several ways. Typically, customers become fans of brands, place so-called likes, as well as commenting or sharing with other users of the portal content of posts that will interest them. These types of consumer actions reflect the popularity of brand posts. Importantly, in measuring the effectiveness of social media sites, as well as calculating the engagement rate, the number of comments, likes or sharing with others plays a key role. It is therefore essential that people managing content on fanpages know the effectiveness of various content posted in posts in order to increase the responsiveness and engagement rate of fans. In this study, the author conducted an analysis of the content of posts posted on the Facebook company page of a stationary store in Wrocław, Zdrowy Mięśniak, with an assortment of organic food. Posts posted on the fanpage were analyzed for a period of 1.5 years: 1 January 2018 – 30 Luly 2019 in terms of content, number of comments, likes and sharing of posts. The study showed differences in the perception of the topic of posts by Facebook users. It was found that images of products with humans generated more user activity and greater organic reach than images of the products themselves. The study referred only to organic marketing, which means that only unpromoted posts were used in the study.

Keywords: fanpage; social media; online marketing; Facebook marketing; case studies
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DOI: 10.33226/1231-7853.2023.1.5

A team of scientists from the Warsaw School of Economics and the University of Lodz organized a scientific seminar on September 23, 2022 as part of the project “New Frontiers in Social Innovation Research: Social Innovation Management for BIOPlastics, SIMBIO”

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